Email marketers should make sure that their websites are doing enough to support their promotional activities, an expert has advised.

David Baker, vice presient of email solutions at Avenue A/Razorfish, said that marketers should be careful not to become too focused on emails that they neglect other external factors.

Writing on MediaPost’s Email Insider Blog, Mr Baker pointed out that many executives divert their energy into promotional messages covering new product releases, sales and special offers without thinking about how their websites work with these emails.

“There are latent effects of bad messaging and the channel can be a barrier to the buying experience,” he said.

“By recognising and testing the balance of email messaging (content, tone, brevity, targeting, personalisation), you can find the optimal mix of content, frequency for each part of your email portfolio and begin to repair this hole.”

A report by E-consultancy recently predicted that email marketing platforms will increase by 24 per cent this year.

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Related Topics: General Marketing